WEBVTT - Lucinda Pikkat On What Makes Brands 'Cool' - Part 1

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<v Speaker 1>You're listening to Amma Mia podcast. Mamma Mia acknowledges the

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<v Speaker 1>traditional owners of land and waters that this podcast is

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<v Speaker 1>recorded on. Whoever said orange is a new pink with

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<v Speaker 1>seriously disturbed.

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<v Speaker 2>Laurels for spraying groundbreaking?

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<v Speaker 3>Oh my god, you have.

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<v Speaker 2>To do it.

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<v Speaker 1>You live for fashion. Hello, and welcome to Nothing to Wear,

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<v Speaker 1>the podcast that solves fashion problems and levels up your wardrobe.

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<v Speaker 1>I'm Lee Campbell and every week I chat to an

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<v Speaker 1>expert who helps us work out how to get more

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<v Speaker 1>out of the clothes we already own and tells us

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<v Speaker 1>exactly what is and isn't worth adding to our wardrobe. Now,

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<v Speaker 1>in case you missed it, last week, I got to

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<v Speaker 1>chat with Lucinda Perquat, a true expert in trend forecasting,

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<v Speaker 1>and we got to the bottom of what really makes

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<v Speaker 1>a brand call. Lucinda had so many incredible insights that

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<v Speaker 1>I had to ask her back again. We couldn't fit

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<v Speaker 1>it all in one episode. So this week we're unpacking

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<v Speaker 1>how to actually find these cool underground brands. Endorsements add

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<v Speaker 1>to the it factor, and of course we're going to

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<v Speaker 1>finish off with Bougie and budget and this week it's

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<v Speaker 1>Cool Brand addition, how do you discover all these newer

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<v Speaker 1>upcoming brands? Is it your algorithm? I mean, I know

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<v Speaker 1>it's your job, but call feels underground and a bit secret.

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<v Speaker 1>So how do you find what ends up on your radar?

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<v Speaker 3>It's just algorithm, but reading as well, and also just

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<v Speaker 3>choosing a category.

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<v Speaker 2>So recently I've been spending a bit of time on

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<v Speaker 2>surf culture.

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<v Speaker 1>You're so funny with your categories. You choose shorts for

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<v Speaker 1>the week, for the week, I mean, it's quite clever

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<v Speaker 1>rather than my scattered thoughts.

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<v Speaker 2>But then, but I am such a TYPEB person. I

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<v Speaker 2>know I'm sounding a little bit ach No.

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<v Speaker 1>I like that, So you'll go deep on it, like

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<v Speaker 1>on subset, Yeah.

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<v Speaker 3>And discover people because this is going back to that authenticity.

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<v Speaker 3>You can't fake being part of that subcultural brand. So

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<v Speaker 3>I actually think there's an opportunity, a niche within someone

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<v Speaker 3>creating an Australian surf around at the moment. And just

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<v Speaker 3>because I identify that doesn't mean I'm necessarily the right

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<v Speaker 3>person for it. No, because I don't know anything. I've

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<v Speaker 3>bought a surfboard once watching Crush, never used.

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<v Speaker 1>It, so that leads me to this. I think you've

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<v Speaker 1>answered it in your opinion. You can't manufacture coolness.

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<v Speaker 3>It's like the marketer or the consumer, so you can.

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<v Speaker 3>I don't think it's going to be as successful or

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<v Speaker 3>most likelihood of it succeeding. It has happened. So for example,

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<v Speaker 3>slightly off category, but an espresso. I always love using

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<v Speaker 3>this as an example. They're capsule pods. They've got George Clooney,

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<v Speaker 3>big budget behind them. Him is the face in terms

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<v Speaker 3>of the product. It's not like the best coffee you

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<v Speaker 3>can get on the market. But using him and the

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<v Speaker 3>idea that sort of challenging different product idea and how

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<v Speaker 3>you use it made it cool and true.

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<v Speaker 2>Son.

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<v Speaker 1>Then when you go to a Westfield, you know how

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<v Speaker 1>the top floor is always the fancy boutiques in espresso

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<v Speaker 1>stores up there, like, which makes it feel premium. It's

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<v Speaker 1>positioning right.

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<v Speaker 3>Consumer ad is where it's coming from, that cultural relevance, so.

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<v Speaker 1>That's probably more authentically cool other than paying money to

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<v Speaker 1>buy a celebrity to make it cool.

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<v Speaker 3>That's right, and I don't think it's ever a last

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<v Speaker 3>forever New Balance. They were the ones like that was

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<v Speaker 3>a Daggy so Daggy? What was that movie with Ryan Gosling.

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<v Speaker 1>Oh why not crazy stupid love, crazy sexy love, crazy

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<v Speaker 1>stupid love.

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<v Speaker 3>Yes, so and he actually threw them over the balcony. Yeah,

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<v Speaker 3>because they were cool. Yeah, but it was from that

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<v Speaker 3>whole gorpe core. It was consumer lad. I remember it

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<v Speaker 3>was Leon and Lo DiCaprio was one of the first

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<v Speaker 3>people to wear it, and then Haley Beaver Bella hadid

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<v Speaker 3>started wearing this shoe and it was consumer driven, which

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<v Speaker 3>made it cool. Whereas Tom Henshaw, who's the director of

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<v Speaker 3>Lifestyle and Marketing in the States, he said he never

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<v Speaker 3>anticipated them popping off to be a thing, right, So

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<v Speaker 3>they were two thousand and six, were just soul inserts,

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<v Speaker 3>orthotic inserts.

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<v Speaker 1>Isn't that insane?

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<v Speaker 2>They didn't want to be cool, No, and.

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<v Speaker 1>Now they're pretty happy they are. We're going to get

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<v Speaker 1>into Bougian budget in a moment, because honestly, I could

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<v Speaker 1>talk to you for ten years. But that leads me

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<v Speaker 1>into my last question. Celebrities influences. You've just kind of

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<v Speaker 1>illustrated how that can make a brain and skyrocket. Do

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<v Speaker 1>you think that as a regular consumer listening? I mean,

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<v Speaker 1>some people love to emulate what people in the public

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<v Speaker 1>eye are wearing. Do you think that can be detrimental

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<v Speaker 1>to a brand if it feels like to product placement

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<v Speaker 1>or sold out. What role do you reckon Celebrities and

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<v Speaker 1>influences play in this space.

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<v Speaker 2>Yeah, a lot.

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<v Speaker 3>They play a huge role. We saw it with Crocs

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<v Speaker 3>even that was an example of like a daggy chow.

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<v Speaker 3>Do you feel about crocs? I've never worn them. I

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<v Speaker 3>don't know, mind eventually I tried.

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<v Speaker 1>I mean they're very comfortable. Unfortunately I thought it would

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<v Speaker 1>feel like walking in a bucket, but they're very comfortable.

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<v Speaker 3>Yeah, but it was justin Bieber. It was around that

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<v Speaker 3>whole functional style and trend. He was wearing the yellow

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<v Speaker 3>ones and that's sort of what took.

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<v Speaker 1>So.

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<v Speaker 3>Yeah, celebrities, whether it be naturally through their stylist or

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<v Speaker 3>themselves or paying someone to wear it. Back to Subie,

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<v Speaker 3>they've paid Kendall Jennet where there's but it's about relevancy

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<v Speaker 3>and that was a few years ago. But in terms

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<v Speaker 3>of maybe smaller brands and influencers, it's like do you

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<v Speaker 3>want brand awareness or do you want to.

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<v Speaker 2>Try and be cool? Because they're very different objectives.

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<v Speaker 3>If you want to seed out to every influencer, you

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<v Speaker 3>know it dilutes that brand identity of who you are, So.

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<v Speaker 1>The calls doesn't always equal cash if you're a business owner.

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<v Speaker 3>Right, yeah, So having maybe three muses and she if

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<v Speaker 3>they really live and breathe the brand, or however many

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<v Speaker 3>you want, and just they're the ones wearing your product, yes,

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<v Speaker 3>and you're right cool doesn't it's not necessarily commercially. It

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<v Speaker 3>can be, but it just depends what your objectives are.

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<v Speaker 1>Agreed. That's funny that you mentioned the seeding of celebrities.

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<v Speaker 1>I'm ninety nine percent sure it was Aaron with Triangle,

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<v Speaker 1>Aaron Deering who launched Triangle back in the day social

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<v Speaker 1>media was kind of very new, and she very cleverly

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<v Speaker 1>gifted every one of Kendall Jenner's friends, but not Kendall Jenner.

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<v Speaker 2>Yeah, the Kendall Jenner effect.

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<v Speaker 1>And then so Kendall was like what and then reached

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<v Speaker 1>out and was like hi, or maybe she bought some.

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<v Speaker 1>And then when Kenda wore them because she felt she

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<v Speaker 1>had fomo, bam love it.

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<v Speaker 2>It works so well.

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<v Speaker 1>I don't know what happened to thought of that. Also,

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<v Speaker 1>I hope these celebrities just buy their own bloody coats.

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<v Speaker 1>How do people get their address and how do they

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<v Speaker 1>go through all their mail?

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<v Speaker 3>There's also the other switch side of that, so if

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<v Speaker 3>you're really trying to curate a brand. Beckham Bridge this

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<v Speaker 3>was always like a story circulating around fashion, but they

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<v Speaker 3>saw when can you imagine a time when Kim Kardashian

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<v Speaker 3>wasn't cool and you wouldn't want her wearing your stuff?

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<v Speaker 3>So this would have maybe in two thousand and six,

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<v Speaker 3>Ish was wearing a Beckett and Bridge dress and they

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<v Speaker 3>contacted the stylist to say, can we not do that?

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<v Speaker 2>Because by brand so it can work both ways. You

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<v Speaker 2>want to be curating who's wearing your stuff?

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<v Speaker 1>Yeah, but you know what, if someone buys it wants

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<v Speaker 1>to wear it, you can't stop them. And good on that.

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<v Speaker 1>It's very expensive. How wondre the percent? Okay, so bougie

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<v Speaker 1>and budget. This is a really hard one to bring.

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<v Speaker 1>But we're going to bring brands that we think are

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<v Speaker 1>call mm hmm. Call is different to everyone. I mean,

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<v Speaker 1>my mum is almost eighty and we go shopping and

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<v Speaker 1>she goes, oh, I'm not going to that old lady's store.

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<v Speaker 1>She just loves seed and country road and jag and

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<v Speaker 1>to me on a nearly eighty year old. That's cool.

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<v Speaker 1>So Call is different to everyone, so true. Let's recommend

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<v Speaker 1>some brands that we think are call. Do you want

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<v Speaker 1>to start with something fancy or not so fancy?

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<v Speaker 2>I'll do fancy.

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<v Speaker 1>Yeah, let's go bougie too, Yeah, yeah too, give me more,

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<v Speaker 1>give me more.

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<v Speaker 2>The one I mentioned the Whales Bonner.

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<v Speaker 3>I think that's just a new if you're wearing it,

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<v Speaker 3>even in Australia, I don't think she's really over here.

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<v Speaker 1>Yeah, I'm going to go.

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<v Speaker 3>So she's interesting, same sort of price point. Maybe is

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<v Speaker 3>like an aerondearing.

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<v Speaker 1>Okay, that's fancy, that's fancy. But now but tailoring. Yeah, okay,

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<v Speaker 1>what's your other one?

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<v Speaker 2>My other one? This one's sort of playing into that storytelling.

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<v Speaker 3>Have you heard a redone where they redo an upcycle

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<v Speaker 3>Levi denim they're on I think they're on revol I

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<v Speaker 3>love this sustainability factor. Yes, but they just reshape old

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<v Speaker 3>Levi's and you're playing into that legacy.

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<v Speaker 2>You're buying into that lead.

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<v Speaker 1>Yeah, like heritage brand coolness.

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<v Speaker 2>But reshaping them and redoing them and then they're unique.

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<v Speaker 2>Ye're just that cool story behind it. So that's redone

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<v Speaker 2>that iss whatever.

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<v Speaker 1>Yeah, that's another good point is that the circular economy

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<v Speaker 1>has never been bigger luxury resale thrifting, and that is cool,

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<v Speaker 1>and you can't manufacture that really except for Redone the

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<v Speaker 1>works that out. But you know, you go into a

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<v Speaker 1>lot of stores now and there's even like a department

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<v Speaker 1>store there's a reloved section and it's just so good

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<v Speaker 1>because I think that is the epitome of coolness. Because

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<v Speaker 1>the items are unique, you're saving them from landfill, they're

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<v Speaker 1>generally more affordable.

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<v Speaker 3>That's I think the way in terms of trend forecasting,

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<v Speaker 3>where brands will need to go, they'll need to have

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<v Speaker 3>this sort of wardrobe higher section as.

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<v Speaker 2>Part of what they offer.

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<v Speaker 3>Yeah, I agree basically what we're all doing online with

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<v Speaker 3>Facebook Marketplace.

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<v Speaker 1>Yeah, Like I'm trying my hands at deep Off at

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<v Speaker 1>the moment. It's a minefield, but instead of selling stuff bystop. Yeah,

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<v Speaker 1>it's so good, all right. My Bougie is a brand

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<v Speaker 1>that I don't know how to pronounce. I should jwp

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<v Speaker 1>pie Pei. It is a brand out of LA twenty

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<v Speaker 1>eighteen I dis covered a few years ago. I was

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<v Speaker 1>actually overseas in a department store and because it was

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<v Speaker 1>the department store, I thought it was really expensive for

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<v Speaker 1>fancy handbags. And then again I went overseas last year

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<v Speaker 1>and I finally looked and I was like, these are

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<v Speaker 1>not as expensive as I thought. Now they're on the iconic,

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<v Speaker 1>so it's still expensive. Like I bought a beautiful fake suede,

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<v Speaker 1>but like big Olive Green beautiful bag, it came yesterday,

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<v Speaker 1>so there were around the sort of smaller bags are

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<v Speaker 1>like one seventy. Bigger bags are like two two fifty.

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<v Speaker 1>You look at their branding and it looks I mean,

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<v Speaker 1>they've got one point five million followers, so they're definitely

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<v Speaker 1>not underground. But it's just really cool architectural shapes, amazing branding. Also,

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<v Speaker 1>what's cool at the moment is not going and getting

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<v Speaker 1>your big logo or six thousand dollar bags.

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<v Speaker 2>I've seen that, aren't we Yeah.

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<v Speaker 1>It's almost the quiet luxury in that it's just a beautiful,

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<v Speaker 1>well made bag that might be one hundred dollars up

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<v Speaker 1>to you know, six hundred and seven hundred dollars. But

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<v Speaker 1>I feel like a lot less people are going for

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<v Speaker 1>that designer bag statement because it's not quote unquote cool budgets.

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<v Speaker 1>So what's cool for you in the lower end. This

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<v Speaker 1>is even harder.

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<v Speaker 3>I think I was gonna say, I was actually gonna

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<v Speaker 3>recommend someone I follow on deep hop.

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<v Speaker 1>Yeah, okay, great, Yeah, I'm gonna follow.

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<v Speaker 2>The way back where.

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<v Speaker 3>And I actually think this has become her full time job,

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<v Speaker 3>like just deep.

0:10:47.865 --> 0:10:50.305
<v Speaker 2>I've bought some really cool R. M.

0:10:50.385 --> 0:10:55.865
<v Speaker 3>Williams sort of shorts, like she's cut into bidmudle length shorts. Cool,

0:10:56.385 --> 0:10:57.945
<v Speaker 3>and I've bought a couple of other like I got

0:10:57.985 --> 0:11:00.385
<v Speaker 3>this raffler and playing into that whole country club vibe.

0:11:00.465 --> 0:11:02.745
<v Speaker 3>But it's not all preppy. She has some like nice

0:11:02.825 --> 0:11:05.785
<v Speaker 3>vintage things, and she's and she's Australian and yeah that.

0:11:05.825 --> 0:11:09.425
<v Speaker 1>Circular economy an Australian business. Really she actually travels the

0:11:09.465 --> 0:11:10.665
<v Speaker 1>world looking for things.

0:11:10.745 --> 0:11:14.265
<v Speaker 3>And she had this really cool denim jacket that had

0:11:14.265 --> 0:11:16.025
<v Speaker 3>an old ski pass in it.

0:11:15.905 --> 0:11:19.625
<v Speaker 2>From like the eighties. So there's some nice story and

0:11:19.785 --> 0:11:22.345
<v Speaker 2>isn't that a cool story? That's a story you want

0:11:22.345 --> 0:11:23.065
<v Speaker 2>to tell about.

0:11:22.825 --> 0:11:24.945
<v Speaker 1>It totally, And you know that's a brand of itself.

0:11:24.985 --> 0:11:27.425
<v Speaker 1>It's fashion. She's not making it, but it's still a

0:11:27.465 --> 0:11:28.585
<v Speaker 1>fashion brand and that's what.

0:11:28.545 --> 0:11:30.745
<v Speaker 2>She does with. Yeah, it's so way back where.

0:11:30.625 --> 0:11:32.705
<v Speaker 1>You're spending all my money, Okay, mine, I wanted to

0:11:32.745 --> 0:11:36.265
<v Speaker 1>bring something affordable, but it's hard to think of cool affordable.

0:11:36.705 --> 0:11:39.105
<v Speaker 1>There's a lot of amazing Aussie brands that are affordable.

0:11:39.425 --> 0:11:41.905
<v Speaker 1>And then I thought, you know what's different and unique

0:11:41.905 --> 0:11:44.985
<v Speaker 1>that's still in like this price bracket is verg Girl. Yeah,

0:11:45.185 --> 0:11:48.185
<v Speaker 1>I'm wearing I'm wearing their skirt this morning. I love that.

0:11:48.305 --> 0:11:50.105
<v Speaker 1>I go on to all the websites and like you

0:11:50.145 --> 0:11:52.945
<v Speaker 1>were saying before, everything feels a little bit same same Zye.

0:11:52.985 --> 0:11:55.305
<v Speaker 1>You know. You see, of course Burgundy is everywhere, but

0:11:55.305 --> 0:11:57.585
<v Speaker 1>you see the same sort of linens in summer from

0:11:57.585 --> 0:12:00.185
<v Speaker 1>all the affordable brands and this and thats Verge Girl

0:12:00.345 --> 0:12:03.185
<v Speaker 1>is Australian. I think my skirt was ninety nine dollars,

0:12:03.185 --> 0:12:04.825
<v Speaker 1>not that people can see what it is, but it's

0:12:04.865 --> 0:12:09.545
<v Speaker 1>a bit sort of bohemian. How do you summ It's

0:12:09.545 --> 0:12:10.545
<v Speaker 1>got personality.

0:12:10.705 --> 0:12:14.745
<v Speaker 2>Yeah, and I even a bit more like resort style.

0:12:14.985 --> 0:12:18.345
<v Speaker 1>Yes, it is resorts style. It's almost like if Dish

0:12:18.385 --> 0:12:21.825
<v Speaker 1>went on a holiday, if that makes sense. I do

0:12:21.905 --> 0:12:23.545
<v Speaker 1>get a lot of their stuff in summer, but even

0:12:23.545 --> 0:12:25.945
<v Speaker 1>in winter they do beautiful sort of like knit sets.

0:12:26.065 --> 0:12:29.185
<v Speaker 1>They are just like I'm just on their website.

0:12:28.625 --> 0:12:32.585
<v Speaker 3>Now, skirt, you're wearing reminds me of the og Glory days.

0:12:32.665 --> 0:12:34.545
<v Speaker 2>Alison'call. Yes, so it's this.

0:12:34.665 --> 0:12:38.185
<v Speaker 1>I'm wearing this floor length Maxi skirt with Sequini with

0:12:38.465 --> 0:12:40.505
<v Speaker 1>light blue. I had a guest to talk about this

0:12:40.585 --> 0:12:43.625
<v Speaker 1>skirt six months ago on the show and it was

0:12:43.625 --> 0:12:46.705
<v Speaker 1>sold out and then I stalked. I emailed them and

0:12:46.705 --> 0:12:48.025
<v Speaker 1>I was like, hi, and they're like, we're not getting

0:12:48.025 --> 0:12:49.545
<v Speaker 1>a back. It's only if their f there's a return.

0:12:49.585 --> 0:12:52.545
<v Speaker 1>They have sensory stopped because so many people wanted it.

0:12:52.865 --> 0:12:54.865
<v Speaker 1>And I literally checked to the website seven hundred times

0:12:54.865 --> 0:12:57.345
<v Speaker 1>a day and someone returned my size and I bought it.

0:12:57.745 --> 0:12:59.745
<v Speaker 1>But you know, I'm just on their website at the moment.

0:12:59.785 --> 0:13:03.465
<v Speaker 1>They've got really cool like beautiful widely lace pants ninety

0:13:03.545 --> 0:13:05.785
<v Speaker 1>nine dollars. I mean, I know, laces everywhere, but it's

0:13:05.865 --> 0:13:10.625
<v Speaker 1>just not that cookie cutter mass s brand that you'll see.

0:13:10.785 --> 0:13:11.945
<v Speaker 1>Everything's like a hundred bucks.

0:13:11.985 --> 0:13:12.945
<v Speaker 2>It feels fun.

0:13:13.185 --> 0:13:15.545
<v Speaker 1>It feels fun. It's personality, and you know, if that's

0:13:15.585 --> 0:13:18.385
<v Speaker 1>not your whole vibe, you just mix and match some

0:13:18.425 --> 0:13:20.545
<v Speaker 1>of their pieces with, you know, like I do with

0:13:20.545 --> 0:13:22.305
<v Speaker 1>my Zara and my h and m my Uniglow and

0:13:22.345 --> 0:13:24.425
<v Speaker 1>I just it's got a bit of personality. Love it.

0:13:25.025 --> 0:13:28.985
<v Speaker 1>You're a genius. You're like a walking branding encyclopedia.

0:13:29.025 --> 0:13:30.625
<v Speaker 2>It's so nice to be on here to talk about it.

0:13:30.825 --> 0:13:32.225
<v Speaker 2>I try to talk to my husband when he gets

0:13:32.225 --> 0:13:33.785
<v Speaker 2>home from I don't care about that.

0:13:33.865 --> 0:13:36.625
<v Speaker 1>My husband sells private health insurance. He tries to talk

0:13:36.625 --> 0:13:37.345
<v Speaker 1>to me about that.

0:13:37.385 --> 0:13:37.905
<v Speaker 2>That's worse.

0:13:38.505 --> 0:13:40.465
<v Speaker 1>Thank you for joining me. Will you come back again soon?

0:13:40.545 --> 0:13:43.265
<v Speaker 1>I'd love that absolutely love that was amazing. Thank you,

0:13:43.385 --> 0:13:46.105
<v Speaker 1>thank you, Thank you for listening to Nothing to Wear

0:13:46.145 --> 0:13:48.625
<v Speaker 1>And don't forget. There's a wonderful free newsletter that will

0:13:48.665 --> 0:13:50.665
<v Speaker 1>land in your inbox. Just go to the show notes,

0:13:50.705 --> 0:13:53.065
<v Speaker 1>click the link and sign up. See you next week.

0:13:53.105 --> 0:13:56.145
<v Speaker 1>This episode was produced by Molly Harwood, with audio production

0:13:56.225 --> 0:13:56.865
<v Speaker 1>by Lou Hill